Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Vitamins in Russia

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Executive Summary

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PROSPECTS

A consumer shift is seen towards cheaper vitamins as a result of low disposable incomes

2018 witnessed a continued consumer shift away from expensive towards more affordable vitamins as purchasing power remained limited. In 2018, the tendency was evident in single vitamins and multivitamins with a positioning such as those for children or pregnant women.

The health and wellness trend does not drive growth in vitamins in Russia

Despite Russian consumers becoming increasingly concerned about their health, wellness and adequate intake of nutrients over the review period, the consumption of vitamins remained limited. This can be attributed to the persistent perception among Russians that vitamins are chemical, not natural elements that are not always healthy for the body.

COMPETITIVE LANDSCAPE

Vitamins remains fragmented in 2018

At the end of the review period, vitamins continued to be fragmented, with only one player, Bayer AO, holding a double-digit value share. The top position of Bayer AO is attributed to its popular brands, Supradyn and Elevit.

Expensive brands of prenatal multivitamins lose doctors’ promotion

According to Russian legislation, pregnant Russian women have the right to receive prenatal multivitamins prescribed by their gynaecologist. At the end of the review period, there was an evident shift away from the expensive prenatal multivitamins of international brands to Russian analogues in the public health procurement sector.

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